一、pitch定义及vc对此的建议

pitch这个词来源于棒球运动，指的是头球手将球投掷到本垒以开始比赛的过程。这个词后来用到了商业中，指的是saleman approach potential client的过程，那么pitch letter就指的是在pitch这个过程中用到的材料或者是报告。之所以会用这个词是因为投球手在投掷球的时候，球会飞向捕手的脸(捕手是蹲在本垒的)。那么在sale的过程中，你的pitch同样要给客户非常强烈的冲击感，所以用了pitch这个词，非常形象。而pitch script指的就是saleman跟客户说的那些话。

故事型pitch：模拟情境的语言，将我们在做什么事情描述得很清楚。在介绍项目的时候，不要用官话，用直白的言语，有逻辑地描述你的项目。

e.g.如果你写了一本英文书，想卖到中国。你该来找我们。我们有一本书在两个月前上了 amazon 畅销榜榜首。Fiberead 是个市场（marketplace）。我们有译者能够帮你的书翻译成中文。然后，我们会将你的书卖到亚马逊等电子书店。我们会给你提供营销上的帮助，让你的书卖得更多。你不用预付费给我们。我们和你，还有译者一起从收入里分成。

pitch与presentation的区别：Pitch 一般就是我们参加 Demo Day，或者一些创业大赛时，公开展示时间在 10 分钟以下的任何活动。而 Presentation 一般是一个小时以上，你和投资人在一个会议室里，一页页地细说你的商业计划书。

团队重要的3个KPI与值得说出口的成就:你有多少用户或者收入，你对行业的影响，你有多少上下游的合作方，你的用户增速，你的收入增速，你参加了哪些比赛获得了哪些奖，有哪些投资人已经投了你，你上了哪些媒体，等等。

1、500 Startups创始人：Dave McClure

首先专注于问题本身，也就是客户和用户的相关问题。如果你已经在产品对用户无论是在用途还是收益上有一定的吸引力，那么你就应该迅速尝试将这部分讲解清楚。

我们经常说如果你的产品有吸引力，那就这份融资pitch主要内容就该以产品的吸引力为主。谈谈特定的用户群体、使用数据、收入指标或者其他能够真实准确表述其特性的方面。最好在pitch的一开始就将清楚。

如果你的产品不具备这些，你也可以谈谈客户存在的问题，投资人也会很感兴趣的看到创业者能够解决用户问题。

2、红点投资合伙人：Tomasz Tunguz

最成功的融资pitch会体现市场和商机会不会像创业者所预想的那样在相应的时间内出现

该项目的启动新市场中占据怎样的份额。

独特的发言人会让你愿意去相信，能够暂停怀疑和忽视所有创业公司在其生命周期中会遇到的风险，并参与到项目中去。

3、红杉资本管理合伙人：Douglas Leone

对目标市场深入研究有一个清晰的认识。

同时融资pitch中不应该出现类似“它是市场热点。”、“它的市场很大。”或者“我们只需要占据市场的3%，我们的公司会很大。”这类描述，从投资人角度来看这样的语句就是一个错误，市场并不是这样运行的。

成功者不会在融资pitch演讲中出现产品介绍占到23页幻灯片，而市场分析却只有两页这样的情况。

创业者应当明确知道投资人想要的不是有着华丽外表的融资pitch，他们需要的是一个非常清晰的思路。

投资人也会对pitch中词语的使用十分留意，比如有人用的是“我们”而不是“我”，当有人说道“我可以把这个产品给你”的时候，这会让投资人警惕起来，思考要不要给这个创业者投资。

4、Andreessen Horowitz联合创始人：Marc Andreessen

Marc Andreessen表示他们首先会问创业者，你在哪里长大。事实上这个问题是引导演说者进行自我介绍、讲述真实故事并观察应变能力的一个压力测试。

作为投资人我们都会想要了解创业者是否有自己的想法，是否有源于自身经历的独特的想法，依照他的想法和设计社会是否会发生变化是变得更好还是变得更糟。如果他的产品能让现实变好10倍，那么消费者也许会中意他的产品。

5、创业教父、Y Combinator创始人：Paul Graham

要在融资pitch中尽早地说明你在做什么，最好是在第一句话就讲清楚，譬如“我们是Jeff 和Bob，我们建立了一个易于使用的网络数据库，下面我们会在展示这个数据库的同时向大家解释为什么人们会需要它。”

作为创业者你的首要目标不是把项目所有情况都描述给投资人，你需要用简明的介绍让投资人相信你的项目值得进一步讨论。所以你需要运用类似算法的方式通过一步步成功的估值达到目标。因此在你一开始的表述中你就要简短清晰，扣人心弦，然后尽可能进行详细地阐述和介绍。

一个融资pitch不仅关乎到你的产品和市场，如果你不能有效地和投资者沟通并说服他们让投资者相信你，那即使你的产品受用户喜欢也能满足他们的需求，你也不会成功融资。

二、Sample Media Pitch Letter:Highlighting Your Product

ByElena

One thing I always tell my PR students is:You don’t have to write a press release to get media exposure.

A media pitch is much easier to prepare than a press release and, done right, it can get you that media interview or feature.

Amedia pitchis simply a brief letter you send to a reporter to get them interested to do a story on you. In this blog post, I’ll show you how to write one of the simplest media pitches, the product-oriented media pitch.

This type of media pitch can be three to five paragraphs long. I’ll break down each part of the media pitch to you and end with asample media pitch letterthat follows this template.

1. Headline

Go for a quirky headline. One that makes the reader go, “Huh? What could this be?” Strive to write a headline that arouses curiosity.

Don’t mention the company name yet in the headline. If your company isn’t well known, then you’re wasting prime space by mentioning it in your headline. It’s not going to mean anything to the editor.

If you’re having trouble coming up with an interesting headline, skip that first and write it last. This can be the most difficult part of the media pitch to write. However, don’t let this stop you from completing and sending out your media pitch!

2. First Paragraph

Get to the point and pitch your company or product. Summarize why the editor’s audience would be interested in your offering.

3. Second Paragraph

In the second and third paragraphs, address the who, what, where, why and how of your business. What do you do and for whom? How do you deliver your product or service, and at what price? Who’s the best user of your product or service? How can they access it?

3. Third Paragraph

This is a good place to put a testimonial. Choose the best one you have to demonstrate how your product or service benefits your customers. The more details you can give about the source of the testimonial, the better. You don’t want the editors to doubt that your testimonial is genuine.

4. Fourth Paragraph

Make an offer. In the media pitch sample below, I offered to send a sample of the product. For small items, you can give your product samples away. For higher-ticket items, it’s okay to ask for them in return or send a photo that they can publish with their story. Many magazines look at samples then send them back. In that case, you can say you’re willing to send a product for review for 30 days.

5. Final Paragraph

End with a call to action. In the sample media pitch below, the call to action was to call the contact person. Make sure you include your name, email address, and telephone number.

In a few short paragraphs, you can provide the editor all the information he or she needs to decide whether you’re a good subject for their publication.

Here’s a sample media pitch letter following this formula:

Dear Editor

I think your readers would appreciate our new website called www.monthlysocks.com.

We deliver a brand new pair of cushy men’s dress socks every month by mail – just like a magazine subscription. For about $6 a month including shipping anywhere in Canada and the US, subscribers have the benefit of having at least one matched pair of socks in their drawer, eliminating the panic of having to buy them at the airport drugstore.

Jude, a customer, says: “I thought the idea of getting socks in the mail was funny, whimsical, and practical. How many gifts can you say that about? I got a subscription for my husband who, like most of us, always intends to buy new socks but just never gets around to it. I can’t tell you how many times we’ve been out, the shoes come off, and there are his toes, a glowing white beacon of embarrassment. My husband was a little skeptical about this service-until the first pair of socks arrived. They’re very well made, soft, and the padding on the bottom feels great. I know because I’ve ‘borrowed’ them several times, as has my daughter.”

I would be happy to send you a sample so you can credibly prove to your readers that this is in fact a great product and service.

I appreciate your time and consideration for what www.monthlysocks.com has to offer. If you’re interested in learning more, please email Elena Verlee at email@address.com or call me at 123-4567-890.

If you would like more step-by-step guidance on how to get free media coverage and publicity for your business — without ever having to write a single press release — I invite you to look at “How to Do Your Own PR: A Guide for Small Businesses.” It’s a two-hour teleclass where you’ll learn a doable and effective system for getting PR for your small biz.